Tilray Brands is launching its Hi*Ball energy drinks brand in the UK.
The brand, said to “deliver clean, refreshing energy”, is being sold online through Amazon and BrewDog’s website, a statement from Tilray said today (18 June).
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When asked by Just Drinks in April why Tilray wanted to launch Hi*Ball in the UK, president and CEO Irwin Simon said: “Energy drinks are hot. It’s zero calories, a no sugar, natural product. We think there’s a great market for it.”
The company is launching four of Hi*Ball’s flavours in UK market: peach, wild berry, lemon and lime and vanilla. The drinks are said to be free of sugar, calories and artificial sweeteners, and have an RSP of £1.90 ($2.51) per 330ml can.
In a statement, Rajnish Ohri, the president of Tilray’s international division, said: “Consumers are moving beyond legacy energy drinks in search of options that deliver refreshment, functionality, and convenience in a cleaner, more modern format. With Hi*Ball, we are helping shape the next generation of energy beverages and raise the standard for what consumers can expect from the category.”
Ohri also said Tilray was “advancing plans to take the brand across Europe, the Middle East, Africa and Asia Pacific”.
Hi*Ball’s drinks contain 100mg of “natural caffeine” per 300ml can, as well as ingredients like guarana and ginseng.
According to ingredient details llisted on BrewDog’s website, aside from carbonated water and natural flavourings, the lemon and lime flavoured Hi*Ball drink contains niacinamide, a form of vitamin B3, and guarana seed extract.
It also contains d-calcium pantothenate, a form of vitamin B5, pyridoxine hydrochloride, a form of vitamin B6, ginseng distillate, and cyanocobalamin, a form of vitamin B12.
Earlier this month, Tilray announced the launch of nine of its US beer brands in the UK through its BrewDog bars.
The group has begun rolling out a range of 24 SKUs into the market.
Hi*Ball Energy was one of several brands Tilray bought from Anheuser-Busch InBev. in 2023
